MUMBAI: After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.
The campaign aims to build a deeper connect with the consumers and urges them to:
‘Believe’- in the power of milk protein inherent in VIO,
‘Feel’ – that the power when unleashed will help them lead an active, healthy life and
‘Do’- switch to VIO and activate a healthy lifestyle in their everyday moments.
Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO Flavored Milk gives him the power to navigate through the race of life.
Speaking about the campaign, Coca-Cola India South west Asia liquid foods director Abhishek Jugramn said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.
Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:
Facebook:https://www.facebook.com/vioflavoredmilk/?fref=ts,Twitter:https://twitter.com/Vio_India, Instagram:https://www.instagram.com/vioindia/ along with presence on radio and print.
VIO flavoured milk has been developed jointly by Coca-Cola India and its largest bottling partner, Hindustan Coca-Cola Beverages Pvt Ltd. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no added preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and is available in a convenient 200ml Aseptic Tetra packaging at an attractive price point of Rs 25/-.
The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country. In addition to this, it has also been launched in General Trade outlets in Telangana, Andhra Pradesh, Maharashtra and Goa. The product is also available across all leading modern trade and cash & carry players in all metros and most tier-1 towns across the country. It can also be procured through Hindustan Coca-Cola Beverages Pvt. Ltd.’s online retail portal -www.coke2home.com.
